M2S Deadline Mailer
The aim of the M2S mailer was to encourage customers to upgrade from a maintenance license to an Autodesk subscription. The project involved a complete overhaul of the existing mailer campaign, involving new experiential direct mail and an engaging call to action all centred around reshaped messaging focusing on the idea that these customers would ‘get more than you expect’ when upgrading to the new subscription model.
Project:
M2S Deadline Mailer
Deliverables:
Direct Mailer; Hero Imagery;
Background
Autodesk approached Torpedo with a challenge: their existing direct mailing efforts were struggling to convince customers to move from a maintenance license to the subscription model. The existing approach had been to send letters detailing the benefits of a subscription to the customers they were targeting. However, customers were left unconvinced of the value of a subscription, leading to resistance on the uptake of the new purchasing model.
Process
We identified that customers may not be understanding the full benefits of the subscription service and developed a concept exploring that idea that customers could be ‘getting more than you expect’.
To make this concept a reality, we took inspiration from Autodesk’s brand and reputation as a technology leader, as well as leveraging our internal skills to develop a direct mailer.
Digital 3D models were built in house by our team, providing unrivalled choice when designing the campaign assets, whilst also supporting the Autodesk brand – as a leader in 3D modelling software.
The physical mailer itself used a combination of high quality printing and carefully selected material as well as NFC chips to create a compelling and satisfying unboxing experience, complete with an interactive digital journey. Critically, the chips made accessing the online content engaging and effortless, driving the excellent results of the campaign.
Outcome
The premium mailer was translated into 2 different languages and delivered to over 1,900 Autodesk customers in Germany and Italy. As the traffic from the mailer could be closely tracked, the team calculated over 70% of recipients used the NFC chip to visit the website with a 2.17% bounce rate overall, suggesting strong engagement from recipients of the mailer. As well as driving traffic to the campaign landing page, the combination of technology and high quality design delivered an outstanding brand experience to an essential base of customers.
the team
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